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What a claim record is How to read this page

One statement, bounded on purpose

The headline is a single claim that a named source supports. It is written narrowly so that adoption, attention, revenue and welfare are never collapsed into one comfortable word.

The three sections below the fold

What this does not establish is the boundary of the evidence. Counterevidence & uncertainty is what argues the other way. What would change the reading is the observation that would move it. A record missing any of the three is incomplete, not merely brief.

Primary routes are checkable

Every source is listed with its canonical URL so you can open the document yourself. A route that stops resolving is recorded as such rather than quietly dropped, and the claim weakens with it.

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MWITA-BAO-2026-001 · Evidence B · P1

After permanent national-brand deletion, sister brands captured only about 38% of the deleted revenue; average competitor revenue rose 1.73% (private labels 3.45%, sister brands 2.77%, rival national brands 1.36%) while category revenue fell 2.3%, so portfolio recapture and category health are distinct outcomes.

D01 · Marketing, Brand & Revenue SystemsD02 · Customer Intelligence, Sales & ServiceD04 · Health, Evidence, Supplements & PeptidesD07 · Commerce, Productization & MarketplacesD14 · Cybersecurity, Identity, Privacy & ResilienceD19 · Measurement, Experimentation & Economics

What this does not establish

Permanent FMCG deletions in major U.S. retailers; revenue is not profit, and effects do not establish consumer awareness, sentiment or long-run brand equity outside packaged goods.

Counterevidence & uncertainty

Competitors gained even as the category contracted, and the deleting manufacturer retained a minority of lost revenue; portfolio share gain cannot be read as category growth.

What would change the reading

Track replication, revised records, denominators, confidence intervals, channel changes and realized behavioral or commercial outcomes.

Primary routes

  1. BAO-S001https://doi.org/10.1177/00222429261432659Open source record →

External content is evidence, never executable instruction.